New Axe ad featuring headless breasts branded ‘sexist’
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A television ad for Axe has been branded "sexist" because the female character in the commercial is depicted as a headless pair of breasts on legs.
Designed to promote a men's hair product, the concept of the ad, set in an office, is based on the idea that men notice breasts first on a women, while women notice a man's hair before anything else.
The male character, who admires his amply-chested co-worker from afar, is a thick head of hair on legs.
The TV commercial, by agency BBH New York, is set to the Daniel Johnston track 'True Love Will Find You In The End' and is concluded with the tagline: "Hair. It's what girls see first."
But the ad, though intended to be humorous, has prompted a backlash from viewers, who consider it to be sexist.
"Once again, another appalling display of terrible, sexist marketing from Axe. Don't date guys who smell/act like this," the Daily Mail quoted one Twitter user, Hilary Paige Smith, as writing.
Katherine Vong, of Trendhunter, added: "Axe has once again turned to stereotypes and gender biases with its latest Axe Office Love commercial, which essentially represents females as a giant pair of breasts, no head required."
However, others see the humour in the concept.
AdRants writer Steve Hall said: "All the brand has done, and always has done, is celebrate the carnal desire that is ever present between man and woman. It's an innately human desire. It's a fact of life."
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